Think of Influencer Marketing as the Tip of the Spear | V by Viacom
Advertising Week 2018

Think of Influencer Marketing as the Tip of the Spear

WHOSAY VP of Creative, Jenna Sereni, says that influencer marketing is the most relevant type of marketing right now because social platforms have surfaced a community of makers and creators who continuously speak with their audience.

Sep 25, 2018

 

Jenna Sereni will join Twitch’s Zohaib Ali at the Advertising Week New York panel ‘Influence Across Platforms’ on October 3. For more information and to see the full list of panels featuring Viacom thought leaders at Advertising Week, click here

 

It is hard to think about someone more instrumental to WHOSAY’s creative strategy than Jenna Sereni. The influence marketer’s VP, Creative joined the firm over four and a half years ago when Instagram was still revving up, Snapchat didn’t exist and Facebook was just starting to target ads.

Fast forward to 2018, the year WHOSAY was acquired by Viacom, and a lot has happened both in the industry and the company, including over 600 successful influencer marketing campaigns that are disrupting the advertising industry as we know it, taking branded content beyond social media and into linear TV, and into brick and mortar stores with new Shopper Marketing initiatives.

You can get caught up with Jenna live at Advertising Week New York on Wednesday, October 3 at 4:30 pm ET when she’ll be joining Zohaib Ali, Head of Ad Products at Twitch, in the panel “Influence Across Platforms.” But first, she kindly sat with us for an intimate Q&A where she shared some of her valuable insights.

WHOSAY: Why is the process of casting the right talent for an influencer marketing campaign so critical?

Jenna Sereni: Following best practices is extremely important in casting the right talent for a campaign for a number of reasons. You want to ensure that this talent not only is a good fit as far as audience and entertainment value, but ultimately that they are professional, will show up on time, will speak highly and authentically on behalf of the brand, and lastly, that they haven’t recently worked with a competitor.

WS: What do brands look for when working with talent and vice-versa?

JS: We find that brands often look for relevance and likability. We like to encourage our partners to think about landing on a really strong creative idea, that many great talent will or can bring to life. A great talent can’t make a bad idea good.

It’s also essential to acknowledge the roles and goals of each type of talent. For example, an A-list celebrity is going to drive awareness via scale, while an influencer talent is going to drive engagement amongst a captive audience.

When looking for brand partners, I think talent look for an authentic connection. They look to partner with brands that they actually use, or would use in their everyday life. Talent knows that their fans are more likely to appreciate branded content if it feels like a truly genuine fit.

WS: What are the different types of creators with which WHOSAY works?

JS: WHOSAY works with every level of talent, from mommy bloggers and fitness instructors to up and coming Netflix stars, famous athletes, chef’s and designers, all the way up to A-list actors. We believe the right mix of talent is what causes a campaign to drive great results.

WS: What excites you about the future of influencer marketing?

JS: I think it’s important to think about influencer marketing as just the tip of the spear, in a world of influence. If you think about it, brands have influence, people have influence, ideals have influence. Influencer marketing is the most relevant type of marketing right now because social platforms have surfaced a community of makers and creators who constantly speak with their audience.

I’m excited to see what happens next in the world of Voice technology — I believe this is the next wave of the future of influence marketing. What if Alexa could be a voice of influence in everyday matters such as “Where should I go to buy x product?” or “What’s the most romantic yet affordable travel destination?” It’s a wild time we live in, and anything could happen next!


Jenna Sereni is the VP, Creative at WHOSAY, the most trusted influence marketer in the world. She is responsible for overseeing the company’s creative ideation and pitching, brand campaigns and production, brand strategy and innovation. WHOSAY is a Viacom company.

WHOSAY powers influence marketing campaigns for brands across all verticals and utilizes every level of celebrity and influencer to deliver measurably superior results compared to other social and mobile advertising solutions.  

Jenna has a passion for helping brands tell stories in partnership with influential people and prides herself on being a central force that keeps her network up-to-speed and engaged with new and innovative big ideas.

Having overseen thousands of cross-platform influencer marketing campaigns across her various posts at PMK HBH, Mediaplacement, Teen Vogue, NBCUniversal, DailyCandy and WHOSAY, Jenna has led teams to award-winning accomplishments such as WHOSAY’s Digiday Content Marketing Team of the Year Award in 2016, and becoming a finalist in 6 categories and audience choice at the Shorty Awards in 2018.

A creative at heart, Jenna spends her spare time crafting, playing music, engaging in home renovation projects and making things. She received her Bachelors of Science from Ithaca College in Television Radio (Video Production) and Integrated Marketing Communications.